A Birmingham based marketing agency conducted a thought-provoking session on behavioural science during the Bathroom Association (BA) Connect Conference.

It was led by Leopard Co’s co-founder and chief marketing officer, Anthony Tattum.

Anthony explored how businesses in the home and property sector – and beyond – can use insights from human psychology to create more effective, persuasive, and memorable marketing campaigns.

At the heart of the session was a simple but powerful idea - customers and installers don’t always think or act rationally. Instead, their decisions are shaped by instinct, emotion, and context.

Drawing on Rory Sutherland’s book Alchemy, Anthony reminded the audience that a bathroom is never just porcelain and pipes – it’s a symbol of comfort, renewal, and identity.

By tapping into these psychological drivers, manufacturers can unlock new ways of connecting with customers.

To make behavioural science actionable, Anthony shared a straightforward framework that manufacturers can use to improve marketing and communications. It focuses on the concepts of keeping marketing and communications easy, attractive, social, and timely.

Rather than keeping behavioural science in the abstract, Anthony shared practical applications that resonated with the audience.

He showed how manufacturers can use quick-fit innovations to save installers time on site, create digital tools that let homeowners play with finishes and layouts, highlight awards and endorsements, and launch seasonal campaigns to capture timely consumer intent.

To support businesses in applying these ideas, Leopard Co has also published its 2025 Home & Property Marketing Insight Report, which provides fresh research on consumer behaviour and practical strategies for marketers.

Click here to access the report.

Anthony concluded: “The magic doesn’t happen in a spreadsheet. It happens when we understand people as they really are – and design communications that work with human nature, not against it.”